Step 3: Make a Plan
Now it’s time to find tangible ways to achieve your goals. Consider the following when creating your promotion plan:
How can you reach your goals? What marketing levers can you pull to achieve what you’ve set out to achieve?
Any tactics listed in your strategy should be specific, measurable and achievable within your timeframe, budget and resources. Here are some ideas to get you started.
Content and Social Media
Consider the following points before posting photos and video to your channels to support the project.
- Do you have quality content to share? This can come from a press kit or be created by your team internally.
- Which platform makes sense to reach your audience?
- Get creative with your content. This could be anything from designing a build-your-own-adventure map of film locations or sharing (approved) behind-the-scenes info.
- Incorporate user-generated content (UGC) into your strategy. Fans can help capture the spirit of a production – just be sure to get permission from the content creator before posting.
- Consider how influencers who appeal to your target audience can help share your message.
Digital, social and traditional advertising are all beneficial ways to promote the production and locations throughout Alberta. Before you create any advertising, think about your audience, the goal and your message and craft creative around that.
Think about story angles you can pitch to traditional or digital media outlets, along with any visual assets you have that can strengthen the story. Watch for story opportunities during production, after the project’s release and even years into the future.
Events, Screening, and Premiers
Leverage the glamour and excitement around productions with screenings and real-world events.
Watch for opportunities to collaborate with production houses to create content and enhance promotion. This could include anything from exclusive content for your channels, to interview opportunities and events.